| Title | DO IT FOR DENMARK |
| Brand | SPIES TRAVELS |
| Product/Service | TRAVELS AND HOLIDAY |
| Category |
A01. Creative Effectiveness |
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Entrant Company
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ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
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Advertising Agency
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ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
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Media Agency
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BE ON Copenhagen, DENMARK
|
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Media Agency 2
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NAO STUDIOS Stockholm, SWEDEN
|
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Production Company
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GOBSMACK PRODUCTIONS Copenhagen, DENMARK
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PR Agency
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RADIUS KOMMUNKATION Copenhagen, DENMARK
|
Credits
| Søren Christensen |
Robert/Boisen/Likeminded |
Strategist |
| Heinrich Vejlgaard |
Robert/Boisen/Likeminded |
Creative Director |
| James Godfrey |
Robert/Boisen/Likeminded |
Senior Copywriter |
| Michael Robert |
Robert/Boisen/Likeminded |
Executive Creative Director |
| Mette Ingemann |
Robert/Boisen/Likeminded |
Account Director |
| Michael Bugaj |
Robert/Boisen/Likeminded |
Director Of Creative Technology |
| Morten Grundsøe |
Robert/Boisen/Likeminded |
Designer |
| Niels Nørløv |
|
Director |
| Niels Thastum |
|
Director Of Photography |
| Theis Schmidt |
|
Editor |
| Cille Silverwood-cope |
Gobsmack Productions |
Line Producer |
| Christina Erritzøe |
Gobsmack Productions |
Executive Producer |
| Magnus Sveinn Jonsonn |
Gobsmack Productions |
Vfx |
| Jason Luke |
P47 Sound |
Sound Design Arrangement |
|
Upright Music |
Music |
Brief Explanation
What do you do when you are so well known for one thing, that it overshadows everything else? How do you convince the Danes once and for all that not only do you offer charter vacations, but also city getaways? How do you do that in a market where budget travel companies and hotel websites constantly pollute the airwaves with noisy price messaging? And how do you do that, when the product offered is not the cheapest, and the product range is not the widest? And how is it even possible to change this perception and simultaneously lift sales by 20%? The idea was simple. Analyses showed that city getaways are less about seeing the Eiffel Tower, and more about rekindling your relationship. At the same time research showed that Denmark was facing a seriously low birth rate. The logic was therefore: city getaways lead to more romance, romance leads to more sex, more sex leads to more children.
Through the campaign 'Do it for Denmark', Spies could play an active role in solving a national problem. The initiative was launched online March 2014 - in a frantic struggle for the nation. All stops were pulled out, including 'Ovulation discounts' and a 'Conceive a child in a big city and win' competition. 'Do it for Denmark' became one of the biggest ever viral successes in Denmark, and there is no longer any doubt that Spies also sells city getaways.
The film has been viewed +7,900,000 times and for a week the campaign was the world's most shared commercial film. In Denmark alone it received +827,000 views and 46,000 social media actions. On the Danish market, the PR effort in itself created 13,300,000 exposures and an ROI of 1490%. Overall, the campaign generated +3,750,000 Euro in earned media. The efficiency measurement of the campaign was 104% above the average benchmark. But most importantly, the campaign created a general sales boost of 39.8% over the six months since the launch. Moreover, marketing costs connected to travel sales dropped by 69%. All of this was established at a campaign cost of only 337.172 Euro. But did the campaign increase he birthrate? In mid-January 2015, little Vitus came into the world. He was conceived in Nice, and his parents can now enjoy both Vitus, the prize and the honor of having done it for Denmark.